As a business owner or as a search engine marketing expert, you may have a limited budget and have to make each weight to the maximum. One way to increase the reach of the campaign and to use the money to the maximum is to decrease the advertising costs. In search advertising, this is called reducing the cost-per-click (CPC).

Here are some tactics for the short and long term that will allow you to cut costs. With better profitability, you can make money you invest in advertising yield more, or you can keep your cash to invest again in your business.

First steps to reduce costs

Add negative keywords: Avoid users who do not fit your business by reviewing negative keywords and updating them periodically. To find right negative keywords, generate a search terms performance report and see what irrelevant terms your ads are showing.

Eliminate search terms that have poor performance: do not spend money on search terms that are not generating results. Create keyword and geographic performance reports to identify those with poor performance, then eliminate keywords with the least amount of clicks and click-through rate.
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Focus on the "long tail": Try to find less common keywords that your customers are using. These are usually longer. Long tail keywords often have a lower cost-per-click (CPC). Let me give an example, a common term might be "New York bakery," while a less common long tail keyword might be "Jack-free bakery in New York."

Check your budget: focus your efforts on the best campaigns. Review budget alerts on Bing Ads online and accepts budget suggestions on the Campaigns tab.

Longer-term strategies to reduce costs

Review your campaign structure: Split your campaigns or ad group into smaller groups to manage your daily budgets more precisely. You can also target campaigns across different networks and set budgets based on performance.

Review match type strategy: Bid more on keyword match types that give you the best results, and try to focus on exact and phrase matches to restrict the audience. Generate a keyword performance report to find out which match types generate the most relevant traffic for your site.

Improve your quality score: Quality score measures the competitiveness of your keywords compared to other people who bid for these keywords in the market. The higher the score, the more qualified your efforts are for keywords and the lower the costs.

Track and measure: Set goals, such as a segmented cost per sale or opportunity, and track conversions to measure progress. Review campaigns that are not meeting goals and optimize those that do.